Mobile advertising is expanding because companies can easily target mobile device and gain brand identity by providing free applications. Our focus groups will determine exactly how Gen-Y uses mobile devices and to what extent they can be reached via mobile ads and applications. This information will allow us to advise Proximity clients on how to develop a mobile strategy to target Gen-Y.
Questions:
How do you primarily communicate with your mobile phone: by text, voice, email?
Do you regularly use it to access the Internet?
Do you download and use applications on your mobile device? If so, which ones.
Do make purchases and/or respond to ads on your mobile device?
Do you find your time on a computer less since the purchase of your mobile devices (smartphone)?
Findings
reasons for buying handsets - wanted best possible smartphone features / committed to provider
providers reputation - satisfied with Verizon (influential commercials), best phone
satisfaction with mobile device - Blackberry users want WiFi, Flash; HTC user wants more friendly phone; one Blackberry user has experienced software problems
satisfaction with service - Verizon is better; Virgin Mobile user is satisfied; one Verizon user wants to switch to AT&T for iPhone.
Mobile advertising is expanding because companies can easily target mobile device and gain brand identity by providing free applications. Our focus groups will determine exactly how Gen-Y uses mobile devices and to what extent they can be reached via mobile ads and applications. This information will allow us to advise Proximity clients on how to develop a mobile strategy to target Gen-Y.
Questions:
Findings